If you are wondering why you have never seen a bad guy using an iPhone in a movie, director Rian Johnson has revealed why: Apple does not let bad guys use iPhones in movies.
In a recent interview discussing his latest movie Knives Out, Rian Johnson revealed that Apple will let you use iPhones in movies, but bad guys are not allowed to use them on screen. This can be seen in the video below at around the 2 minutes and 5 seconds mark.
Apple’s Control Over Its Brand Image
Apple obviously wants to control its image and the image of its devices in movies, so it only lets the good guys use iPhones. This policy is part of Apple’s broader strategy to maintain a positive brand image. By ensuring that only protagonists and morally upright characters use their products, Apple reinforces the perception of its devices as premium, trustworthy, and desirable. This is not just limited to iPhones; other Apple products like MacBooks and iPads are also subject to similar restrictions.
This level of control over product placement is not unique to Apple. Many companies have strict guidelines about how their products can be portrayed in media. For instance, car manufacturers often stipulate that their vehicles should not be shown in accidents or used by villains. However, Apple’s policy is particularly stringent and well-known in the industry.
Impact on Filmmaking and Storytelling
This restriction can have a significant impact on filmmaking and storytelling. Directors and writers need to be mindful of these guidelines when developing characters and plotlines. For example, if a character is revealed to be a villain later in the story, filmmakers must ensure that this character has not been shown using an iPhone earlier in the film. This can add an extra layer of complexity to the production process.
Moreover, this policy can also serve as an unintended spoiler for audiences. Savvy viewers who are aware of Apple’s guidelines might deduce a character’s moral alignment based on their choice of phone. This can potentially undermine the suspense and surprise elements in a story.
Despite these challenges, many filmmakers still choose to feature Apple products prominently in their movies. The sleek design and cultural cachet of Apple devices can add a touch of modernity and sophistication to a film’s aesthetic. Additionally, the ubiquity of Apple products in real life makes their presence in movies feel authentic and relatable.
In the movie industry, product placement is a significant source of revenue. Companies pay substantial amounts to have their products featured in popular films and TV shows. For Apple, this is not just about money but also about maintaining a consistent and positive brand image. By controlling how and by whom their products are used on screen, Apple ensures that their brand remains associated with positive qualities.
In conclusion, Apple’s policy of not allowing bad guys to use iPhones in movies is a strategic decision aimed at preserving its brand image. While this can pose challenges for filmmakers, it also highlights the importance of brand management in today’s media landscape. As audiences become more media-savvy, the ways in which products are portrayed on screen can have a significant impact on their perception and desirability. Therefore, companies like Apple continue to exercise strict control over their product placements to ensure that their brand remains strong and positive.
Source iMore
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